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By: Dick Taylor, CRMC/CDMC
Dick Taylor Blog
Have you ever heard of the MAYA Principle? Neither had I. But I saw an article in The Atlantic titled “The Four-Letter Code to Selling Just About Anything, what makes things cool” and I wondered if there might be some application for radio.
MAYA stands for “Most Advanced. Yet Acceptable.”
It means that as you design your product or business for the future you need to keep it in balance with your users’ present. In other words, as Tony Bennett might have sang, “It don’t mean a thing if it ain’t got that swing.”
This 1931 jazz composition by Duke Ellington was given the MAYA treatment by Tony Bennett and Lady Gaga in 2014. Proving anything that’s old can be new again.
Age of Distraction
I doubt anyone would take issue with the statement that the 21st Century is the “Age of Distraction.” I also am sure that when your computer, smartphone, tablet, software says you have an update, you sigh a big sigh and utter something like “Uff da. Fina mina doh.” (Translation: Oh boy. Here we go again.)
Hollywood and television have long understood MAYA. To date we have twelve Star Wars movies, ten Halloween movies and CSI grew from Las Vegas to Miami and New York. I’m sure you can think of many others.
The reason is each is new but familiar.
We humans are a fickle lot.
We hate change and we love change.
What we really like is what Derek Thompson calls “the simulation of innovation, which pushes the right buttons for novelty while remaining fundamentally conventional.”
________ R Us
Remember when Toys R Us had everyone copying their success by calling themselves “R Us” too. The iPod, iPhone, iPad had lots of imitators as well, as if putting a small “i” in front of your name made you cool.
Well, it can.
Ask Bob Pittman.
He changed Clear Channel Radio to Clear Channel Media & Entertainment before abandoning the old CC brand to adopt its successful App brand for the entire company. Voila, iHeartMedia.
“iHeartMedia reflects our commitment to being the media company that provides the most entertainment to the most engaged audiences wherever they go, with more content and more events in more places on more devices,” said Bob Pittman, Chairman and CEO of iHeartMedia, Inc.
I recently drove a Toyota Rav4 rental for a week in Florida. The radio was a trial. Thank goodness it had a volume and a tuning knob. Everything else was activated by the touch screen or the myriad of buttons on the steering wheel. (Don’t get me started about the HD reception.)
Laurence Harrison, Director of Digital Radio UK did a presentation at the Connected Car Show in 2016 on what the consumer wanted in their car radio. Here’s some of what he told his audience.
- 77% want LIVE radio.
- 82% said a radio was a MUST HAVE.
- 69% said if they could only chose one entertainment option it would be radio.
- Digital is the future of radio.
- Want better radios.
- Listener centered design.
- Metadata to make it smart.
Summing it all up, consumers want a car radio that’s broadcast digital, with a simple, easy-to-use interface (that’s familiar) and an app-like experience that is safe according to Harrison.
The MAYA principle was the design approach brainchild of Raymond Loewy. You may not know his name but you know his work. Loewy designed the Coca Cola bottle, the logo for Air Force One, the logos for Shell, USPS and Greyhound. He also designed some of the iconic cars of the 40s – 60s and so much more.
Loewy understood us fickle humans. We want change, just not too quickly. He was a master of giving consumers a more advanced design but not more advanced than what they were able to deal with.
Steve Jobs was good as applying the principle of MAYA with the introduction of the iPod and its evolution. The iPod over time removed most of its buttons creating the entrance for the iPhone.
Apple wasn’t about to repeat the disaster it had with the Newton, a product that was more advanced than consumers were ready for. Google Glass is another such product that made too big a leap.
Knowing Your Customer’s Current Skill Level
For the consumer to embrace change, change must be introduced gradually over time.
The Air Pods might seem like a contradiction to this but when the iPhone7 introduced them and took away the headphone jack the percentage of wireless headphone sales to wired ones had already crossed a tipping point. iPhone7 sales are an indicator that it was MAYA time for this innovation. Apple didn’t have to explain the concept to its consumers, they were already there.
Consumers are not going to spend their time and money on trying to learn your product if there’s a product out there that is easier to use and more familiar to them.
And, that is the challenge for radio.
Reprinted by permission.
Dick Taylor has been “Radio Guy” all his life and is currently a professor of broadcasting at the School of Journalism & Broadcasting at Western Kentucky University (WKU) in Bowling Green, Kentucky. Dick shares his thoughts on radio and media frequently at https://dicktaylorblog.com.